湛藍觀點

國際生態俱樂部（ECOCLUB）於2006年12月底出版的會訊中，有一篇文章談到「整合性鄉村旅遊產品的成功要素－在地基礎與主題故事」，因為與我現在的工作相關，因此認真研讀。小弟認為很有參考價值，在不侵犯著作權的前提下，不揣淺陋簡要摘譯重點如下，希望可以分享知識給相關領域的朋友們，敬請參考並指正我的譯文。

整合式鄉村旅遊產品的成功要素－在地基礎與主題故事

Elements of the Integrated Rural Tourism Product - Place-based and Thematic Story



成功的產品是由主題故事開始發展的，而該故事是由事實衍生而來的。

Successful product development begins with a thematic story that is steeped in authenticity.



故事就是產品，產品就是故事。

This story becomes the product and the product is the story.



一個成功的鄉村旅遊產品就是敘述個別企業、整個社區或地區的真實經驗。

A successful rural tourism product simply tells the story of an individual enterprise or of the entire rural community or region through authentic experiences.



成功發展產品的關鍵是為遊客創造不同的套裝行程或選擇。

The key to successful product development is to create a number of packages or choices for the visitor.



這些選擇應該包含各式各樣活動，而這些活動足以表現社區全部的主題。

These choices should include a variety of activities that represent the overall theme of the local community.



每個套裝行程應該有一個中心主題或焦點訴求。

Each package should have a central theme or focal point.



這樣就比較容易行銷給特定目標市場並清楚設定什麼能吸引遊客。

This makes it easier to sell to specific target markets and clearly defines what it is that will attract the visitor.



行銷與促銷策略的基礎就是凸顯中心主題的旅遊經驗及整合其他附加的經驗。

Highlighting the central theme of the tourism experience, and integrating the complementary experiences becomes the basis for a marketing and promotional strategy.



遊客就是要尋求與日常生活不同的體驗。

Tourists are seeking experiences that differ from their normal routine or daily life.



遊客覺得新奇的，在地人卻有可能覺得很稀鬆平常。

What is exotic to a tourist may be very ordinary to the host community.



在發展旅遊產品的過程中，社區成員開始發掘擁有傳統鄉村生活技能的在地居民，也確認傳統建築、傳奇地點、巨木、特稀有植物等景點，也可能指認出早期的商業中心。

Through the development process, community members identify the variety of people whose skills are associated with rural life. The process also identifies the great views of the area, the historic buildings or legendary places, the great trees or unusual flora, and may even map out old centers of commerce or trade.



透過初步調查確認在地社區的特殊處，將能形塑出整合式鄉村旅遊產品。

From this initial identification of the extraordinary of the host community, an IRT product can be created.



將各種不同的因素整合進旅遊體驗，套裝行程將變得很有活力、有互動性及活化了故事的真實性。

By integrating these various elements into the tourist experience, the package becomes active, interactive, and energized with authenticity.



居民如何在此生活數百年是鄉村聚落故事的精髓。

It is in essence the story of the rural community— how people have lived for hundreds if not thousands of years.



遊客通常希望帶一些可以回憶的東西回家，社區應該提供可以真實反映在地故事的產品。

Visitors often want to take home something to remember their experience. Tourist shops should provide authentic products that reflect the story of the local community.



整合式鄉村旅遊的主題聚焦在農業、自然生態、地質與考古、文化與藝術、建築及歷史等。

Major themes for IRT focus on agriculture, natural flora and fauna, geology and archeology, arts and culture, architecture, and history.



發展成功的整合式鄉村旅遊產品關鍵因素如下：

In developing the product, always keep in mind the key elements of a successful IRT product:



* 在地基礎的； are place based;

* 對遊客而言是有中心主題或關心焦點的；include a central theme or focus for the visitor;

* 遊客能體驗到自然生態與社會人文；combine natural ecosystems and human communities in the visitor experience;

* 展現人類如何與大自然互動；demonstrate how humans interact with nature;

* 是小規模的，讓遊客可以容易參與社區經濟架構；are small scale, integrating easily into the economic fabric of the community;

* 讓遊客直接連結小規模農業體驗；directly link small-scale agriculture with the tourist experience;<%2

賴鵬智大哥的文章很值得參考,如下
http://blog.xuite.net/wild.fun/blog/9575915?p=1&st=c&re=list&w=410996